B2B Marketing
in China
Digital marketing services for manufacturers and industrial companies operating in China. WeChat management, Baidu SEO, PR placement, and China-hosted websites — managed from Shanghai.
B2B Marketing in China
Is a Different Game
If you are selling to businesses in China, your marketing needs to work within a completely different digital ecosystem. Google, LinkedIn, and email marketing don't exist here.
Most foreign manufacturers in China — such as German, Austrian, and Swiss industrial companies — have a factory and a sales team, but no meaningful digital presence in the Chinese market. Their potential customers can't find them on Baidu, they have no WeChat presence, and their website isn't even accessible from within China.
We help these companies build a professional, visible, and searchable presence using the channels that actually work for B2B in China — and avoid the ones that don't.
Western Digital Tools Don't Work in China
The platforms and services you rely on outside of China are either blocked entirely or severely degraded behind the Great Firewall. This affects everything — from your social media presence to whether your own website loads.
Blocked Social Media
Facebook, Instagram, LinkedIn, X (Twitter), YouTube, and WhatsApp are all blocked in China. Your international social media presence is invisible to Chinese buyers. You need Chinese platforms to reach them — there is no workaround.
Broken Websites
Most western websites depend on services that are blocked or throttled in China: Google Fonts, Google Maps, Google Analytics, reCAPTCHA, YouTube embeds, Facebook pixels, and CDNs like Cloudflare. Even if your site isn't blocked, these dependencies cause it to load slowly, display incorrectly, or hang indefinitely for visitors in China.
The Fix
A website that works in China needs to be free of blocked dependencies and hosted on servers inside China (Aliyun) or Hong Kong. Google Fonts get replaced with locally hosted alternatives. Analytics move to Chinese tools. Forms use local captcha solutions. The result is a site that loads fast and functions properly for every visitor in China.
Channel Selection Matters
Not every Chinese platform is suitable for B2B. Spending budget on the wrong channels is a common and expensive mistake. Here's what actually works — and what doesn't.
The center of China's B2B digital ecosystem. Over 1.1 billion monthly active users. Every Chinese business professional uses WeChat daily — it's their email, their LinkedIn, their CRM, and their content platform rolled into one. A WeChat Official Account is the minimum viable digital presence for any B2B company in China.
Baidu is China's dominant search engine — and its own properties can take up to 70% of a search results page. Chinese B2B buyers research suppliers on Baidu before making contact. Publishing on news and media platforms indexed by Baidu (such as China Daily, Sohu, NetEase) directly improves your visibility in search results.
A Chinese-language website hosted on Chinese servers (Aliyun) loads fast for local visitors and is properly indexed by Baidu. Foreign-hosted websites often load slowly or inconsistently behind the Great Firewall — and Baidu deprioritizes them in search results. A local site is your search foundation.
Emerging as a B2B channel through factory tour videos, product demonstrations, and behind-the-scenes manufacturing content. Works well for companies with visually interesting production processes. Not a traditional B2B channel, but short-form video is gaining traction for industrial marketing — especially for building trust and showcasing manufacturing quality.
A public microblogging platform that functions like a cross between Twitter and Instagram. Weibo is consumer-oriented — its audience and content format are designed for entertainment, celebrity news, and consumer brand campaigns. B2B companies consistently see low engagement and poor ROI on Weibo. Your budget is better spent elsewhere.
Little Red Book (Xiaohongshu) is a lifestyle and shopping platform dominated by young female consumers. Its core use cases are beauty, fashion, travel, and food recommendations. Industrial and B2B content is entirely out of place here — there is no B2B audience to reach, no relevant content format, and no lead generation mechanism.
WeChat Account Management
We set up, design, and manage your WeChat Official Account — creating and publishing professional content that positions your company as an established, credible supplier in the Chinese market.
Account Setup and Design
We register your WeChat Official Account (Service or Subscription type), design the menu structure, configure auto-replies, and set up your company profile. If you already have an account, we audit and optimize it.
Content Sourcing and Creation
1. We agree on content guidelines and topics.
2. You send materials in your language — or we source from your website, LinkedIn, and PDFs.
3. Content is written in Chinese and shared for approval with an auto-translated version in your language.
4. You receive regular performance reports at an agreed frequency.
Regular Publication
Content is published on a regular schedule — bimonthly, monthly, or biweekly depending on your plan. Each post includes professional graphic design, formatted for WeChat's article layout. We handle the full cycle from briefing to publication.
Annual Account Maintenance
WeChat Official Accounts require annual renewal and ongoing technical maintenance. We handle the renewal process, monitor account health, and ensure your account stays active and compliant with Tencent's policies.
See Our WeChat Work in Action
Watch how we build and manage WeChat Official Accounts for B2B companies operating in China.
WeChat Official Account for B2B
A guided walkthrough of a WeChat Official Account we manage for a B2B client — covering account structure, content strategy, and how Chinese buyers interact with the platform.
WeChat for Business in China
A webinar recorded in partnership with the Austrian Chamber of Commerce in Shanghai, covering how foreign companies can use WeChat as a core B2B marketing and communication channel in China.
Baidu SEO Through PR Placement
How B2B Buyers Find Suppliers in China
When a Chinese procurement manager is evaluating a potential supplier, the first thing they do is search for the company on Baidu. If nothing comes up — or if the only results are in English on a foreign website — that's a credibility problem.
We publish professionally written company introduction articles across 10+ Chinese news and media platforms that are indexed by Baidu. This creates a visible footprint in search results that signals legitimacy, established presence, and professional operations.
What Gets Published
- Company introduction and history in the Chinese market
- Product capabilities and manufacturing strengths
- Industry expertise and technical specifications
- Published across platforms like Sohu, NetEase, Toutiao, and China Daily
- All content optimized for Baidu SEO with relevant Chinese keywords
- Results visible in search within days of publication
China-Hosted Website
Your international website likely doesn't work in China — it loads slowly behind the Great Firewall, and Baidu either ignores it or ranks it poorly. For Chinese buyers, that's the same as having no website at all.
We build a Chinese-language website hosted on servers in mainland China or Hong Kong. Mainland hosting requires an ICP license but those signaling long-term commitment; Hong Kong hosting is faster to set up with no ICP paperwork. We advise on the right option for your situation.
Most clients don't need a full copy of their international site. We typically build a simplified version — key products, company background, and contact information — which is easier to launch and maintain. Content updates are included as part of your monthly plan.
KRAL — Austrian Pump & Flow Measurement Manufacturer
We built and manage a fully localized Chinese website for KRAL, an Austrian manufacturer of screw pumps and flow meters. The site has a registered ICP, is written entirely in Chinese, and optimized for Baidu. It serves as KRAL's primary digital presence for Chinese B2B buyers — complete with product catalogs, a pump configurator, and local contact details for their Wuxi office.
Visit kral-china.cn ↗How We Work Together
A straightforward onboarding process designed for companies that need results, not workshops.
Audit and Channel Recommendation
We assess your current digital presence in China, review your industry and competitive landscape, and recommend the right channel mix. Not every company needs every service — we tell you what will actually work for your specific situation.
Account Setup and Asset Creation
We register your WeChat Official Account, set up your China-hosted website, and prepare your initial content assets — company profile articles, product descriptions, and visual materials translated and adapted for the Chinese market.
PR Launch Campaign
We publish your company introduction across 10+ Chinese news and media platforms to establish your Baidu search footprint. This is typically done as a one-time campaign at the start, with the option to add additional publications later.
Ongoing Content Management
On a monthly cycle, we plan, create, and publish content across your active channels — WeChat articles, website updates, and additional PR placements as needed. You receive a content plan in advance for approval, and we handle everything from writing to design to publication.
Reporting and Optimization
We provide regular performance reports covering WeChat readership, Baidu search rankings, and website traffic. Based on the data, we adjust the content strategy and keyword targeting to improve results over time.
Chinese digital platforms
Platform-by-platform guides for foreign brands — covering e-commerce marketplaces, social networks, and content platforms in China.
WeChat for Foreign Brands
Official Accounts, Mini Programs, WeChat Pay, and CRM — how foreign brands use China's super-app for marketing, sales, and customer engagement.
What Is Tmall?
China's premium B2C marketplace — how it works, who shops there, the difference between Tmall and Tmall Global, and what foreign brands need to get started.
What Is JD.com?
China's logistics-first marketplace — how JD compares to Tmall, its self-operated model, JD Worldwide for cross-border sellers, and when brands choose JD.
Little Red Book Marketing
How to use Little Red Book (Xiaohongshu) for brand building in China — content strategy, KOL partnerships, organic growth, and what works for foreign brands.
Douyin Marketing
China's version of TikTok — short video strategy, Douyin e-commerce, livestream selling, and paid advertising options for foreign brands.
Weibo Marketing
China's public social media platform — how Weibo fits into a brand's China strategy, content formats, advertising options, and when it makes sense.
Why Work With Shanghai Jungle
B2B marketing in China requires a partner who understands both worlds — Western communication standards and the Chinese digital landscape.
Native Chinese Team, Western Management
Your content is created by native Chinese speakers who understand B2B industry language. Communication and project management follow Western standards — clear briefs, approval workflows, and deadlines that are met.
B2B Industry Experience
We've worked with industrial manufacturers, automation companies, and B2B service providers. We understand the difference between B2B and B2C marketing in China — and don't waste your budget on channels that don't deliver for industrial clients.
Based in Shanghai Since 2013
Not a remote agency managing things from Europe. Our team works from Shanghai, in the same timezone as your China operations. When something needs to happen with Tencent, Baidu, or Aliyun, we deal with it directly — in Chinese, on the ground.
Monthly Fee, No Surprises
Our B2B services run on a predictable monthly or annual fee. You know exactly what you're getting — how many posts, what platforms, what deliverables. No hidden costs, no ambiguous retainers.
We Tell You What Doesn't Work
Other agencies will sell you Weibo management, Little Red Book (Xiaohongshu) campaigns, and influencer packages because it increases their revenue. We'll tell you if a channel isn't suitable for your business — and save you the budget for what actually works.
Full-Service Scope
Beyond digital marketing, we can support trademark registration, company setup, trade show coordination, and distribution. If your China needs evolve beyond marketing, we can handle that too — without you needing to find another partner.
European Ownership. Chinese Team. One Partner.
Helping foreign brands and manufacturers in China since 2013.
Shanghai Jungle was founded by two Europeans who live in China to solve a specific problem: foreign companies needed a partner who could operate like a local agency but communicate like a Western one.
Our leadership is European. Our Shanghai team handles day-to-day operations — WeChat management, Baidu PR, website hosting, content creation. You get clear English communication, Western reporting standards, and complete transparency.
We won't recommend channels that don't work for B2B, and we'll tell you upfront if we think a service isn't the right fit — even if it means a smaller project.
Learn more about Shanghai Jungle ↗